Popcorn and Penelope Cruz help WFP put spotlight on global hunger

Cinema advertising company Popcorn puts its generosity where its heart is by sponsoring public service announcements starring film actress Penelope Cruz and soccer superstar Ronaldhino, to help raise awareness of the work done by WFP.

Cinema advertising company Popcorn has put its generosity where its heart is by sponsoring public service announcements starring film actress Penelope Cruz and soccer superstar Ronaldhino, to help raise awareness of the work done by WFP.

WFP’s efforts to feed the poorest and hungriest children across southern Africa are admirable and we are proud to be associated with them.

Lawrence Trent, General Manager of Popcorn

WFP is the world's largest humanitarian agency; each year it gives food to an average of 90 million poor people, including 58 million hungry children, in at least 80 of the world’s poorest countries. Popcorn has supported WFP since February 24, 2006, when it started airing public service announcements starring Rachel Weiss, star of ‘A Constant Gardener’, and film-star icon Sean Connery.

“It is wonderful to see the corporate sector extending a generous hand to help raise awareness of people whose very survival depends upon food supplied by humanitarian organisations such as WFP,” said Thomas Yanga, WFP Deputy Regional Director for Southern Africa.

Airing

The new public service announcements with Cruz and Ronaldhino will start airing on August 18 in cinemas in Johannesburg and Pretoria before moving to Cape Town and Durban.

“It’s great to be able to give something back to the community,” said Lawrence Trent, General Manager of Popcorn. “WFP’s efforts to feed the poorest and hungriest children across southern Africa are admirable and we are proud to be associated with them.”

Strong alliance

“An ever-increasing number of celebrities are lending support to creating public service announcements to support WFP, so we are extremely privileged to have forged such a strong alliance with Popcorn,” Yanga said.

“Unfortunately, hunger exists in many countries around the world, but as WFP feeds only the most vulnerable, our supplies are given to the poorest people living on the razor’s edge. This is why Popcorn’s kind support to our operations is so very welcome.”

Southern Africa

In 2002 WFP fed more than 13 million people across six countries in southern Africa because of widespread crop failure, poor government policies, and HIV/AIDS.

Even though the region has experienced progressively better harvests over the last few years, millions of people remain in need of food aid because they are either too weak to plant crops because of illnesses like HIV/AIDS, or they have spent their meager incomes on medicines or funerals rather than on seeds and fertilisers.

HIV

Southern Africa has nine out of the ten highest national rates of HIV infection in the world, and at least three million people will need WFP’s help to meet their basic food needs through to December this year.

However, WFP faces a significant funding shortfall and will require $32 million in new donations if it is to meet these needs.